JioStar's ‘Jersey Wahi Toh Jazba Wahi’ celebrates the shared spirit of Indian cricket fans

JioStar’s latest campaign film for the ICC Women’s Cricket World Cup 2025, titled ‘Jersey Wahi Toh Jazba Wahi’, is a BubbleWrap Films production. The campaign film conceptualised by JioStar taps into a deeper conversation around equality in Indian cricket fandom.

The campaign's narrative arc follows a relatable protagonist who initially hesitates to wear a Smriti Mandhana jersey to work. This reluctance mirrors a broader societal attitude that the film seeks to challenge. As he encounters fellow fans proudly sporting women cricketers' jerseys during his commute, the creative builds towards its pivotal moment - a lift operator's casual yet profound observation, saying “Virat khele ya Smriti – jeetega toh India hi na?” transcending gender lines.

BubbleWrap Films has crafted a piece that doesn't rely on heavy-handed messaging. Instead, it uses subtle visual storytelling to shift perspectives, culminating in the protagonist's transformation from hesitant supporter to proud fan. The moment he removes his jacket to reveal the jersey underneath becomes symbolic of shedding preconceived notions about women's cricket.

Siddharth Sharma, Head of Viewership and Monetisation Initiative of Sports at JioStar, said, “Our endeavour is to channel this moment into a campaign that not only supports our players but unites the country behind them. And what better way to do that than by invoking the deep pride that comes with the Indian jersey? This film captures the journey of the Indian fan – a coming-of-age story where we acknowledge that it’s time we take equal pride in every Indian jersey, whether it belongs to our men’s or women’s teams.”

The campaign arrives at a crucial juncture for women's cricket in India. With home advantage and a trophy that has remained elusive, the Women in Blue face their best opportunity yet. JioStar's positioning as the official broadcast and digital partner gives them the perfect platform to drive this narrative across Star Sports Network and JioHotstar.

The creative work recognises that building viewership for women's cricket requires more than just promotional content - it demands cultural change. By focusing on the jersey as a unifying symbol, the campaign sidesteps traditional gender-based marketing approaches and instead celebrates shared national pride. This strategic positioning reflects the evolving mindset within creative agencies that understand sports marketing's power to drive social conversations.

As the tournament kicks off with India facing Sri Lanka in Guwahati on 30 September, the campaign sets the stage for what could be a watershed moment for Indian women's cricket. The creative industry will be watching to see if this unified messaging approach translates into sustained viewership and cultural shift beyond the tournament's duration.